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A friend of mine that works in the devices division at MS, (this is very hear-say, so take it with a grain of salt), told me that the name was chosen, over the objections of many others, by the marketing group.

Specifically, they wanted a name that people would talk about online and shorten into something cool. The marketing guys thought us redditors and so on would shorten it to "the one", and they liked the huge connotations of that.

Unfortunately for them, everyone started calling it "ex-bone". Like an ex gf that you have sex with or something.

But it was specifically chosen, according to the guy I talked to, by their marketing department in an attempt at free viral branding.